βThe new status quo is unclothed,β because PUMA and Noah are unveiling the first part of their multi-year collaboration. Inspired by the earliest overlaps of sport and fashion in the 1970s, the first collection revolves around the PUMA Star, a silhouette that brings Noah back for the first time.
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The Puma Star is a new edition of the PUMA Wimbledon from 1970 (photos at the end of the article), a classic court silhouette that reflects PUMA's influence and credibility in the world of tennis.
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The accompanying clothing collection is a departure from today's ultra-technical clothing and draws heavily on Noah's signature East Coast sports aesthetic, which is best represented by items such as the cotton twill paintercap and velour vest.
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Two crew sweaters are made from recycled French terry and feature a rugby style collar and an adjustable drawstring at the waist. The Super Puma graphics, which run through the entire collection, but can be seen primarily on the Raglan longsleeve on the chest, bring a touch of nostalgia to the collaboration.
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"Noah are true masters of the craft when it comes to reinterpreting classics. Working with the team to reimagine pieces from PUMAβs sporting archive has been a rare opportunity to create something fresh, a real creative synergy between the two brands β the same can be said for the campaign," said Alexandra Weiland, Senior Head of Marketing, PUMA Sportstyle.
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Directed by Brian Billow and photographed by Francesco Nazardo, the funny and ironic footage shows a wannabe speedster who finds himself in front of a naked audience interrupting a decisive moment in a tennis superstar's comeback and causing a veritable βtennis tantrum.β
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"We would like people to smile and remember that clothing and footwear choices should be fun," says Noah co-founder Brendon Babenzien.
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The PUMA x Noah collection - first season - will be available at selected retailers from July 1. Keep an eye on our Sneaker Release Calendar. To mark the start of the collaboration, Noah will host a special event at the brand's SOHO flagship.
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Visitors have the opportunity to compete against professional table tennis player Wally Green, who plays as a racket with the PUMA x Noah Star sneaker, and win a limited edition pair of the PUMA x Noah Star. The PUMA x Noah βBeat the Starβ in-store event will take place on June 29, 2023 at 195 Mulberry St, New York.
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By the way: It's not the very first Puma Star Retro. In March 2023, PUMA and Noah quietly released three Japanese-made PUMA Clydes, which were produced in collaboration with a Japanese tannery known for its expertise in suede.
Based on this first release, PUMA and Noah gave friends and family a limited edition of 200 PUMA star pairs in green and white, bringing back this Archive sneaker as a retro release for the first time.
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Here are more detailed pictures of the complete Puma x Noah collection:
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Photos via Puma
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